In the digital world of social media, CMS websites and search engine optimization many will tell you that, in B2B marketing, print collateral’s value has been severely diminished. They will tell you the return on your investment from the cost of creating print collateral is not as high as your digital marketing efforts.
The truth of the matter is that print collateral still belongs in your B2B business’ marketing strategy. Print collateral helps to grow your business. It lets potential customers understand your business, who you are, and what you do. Print collateral is part of the branding process for your business and it also supports the sales process as well.
While having an awesomely built website or a really powerful online brochure is great, it does not necessarily meet every application. If you are at a networking event or at a proposal meeting with a prospective client, having a tangible leave-behind like a flyer or a brochure can have more of an impact than leaving behind a URL. Especially, if there is a good chance they will not be in front of a computer for a couple of hours and may forget your URL.
When it comes to your B2B marketing strategy, it is important to encompass all facets of marketing which includes print collateral. How much print collateral your business creates will be determined by what industry you are in. However, at a minimum, a business card, a brochure and a networking quick fact sheet should be in your business’ arsenal. All three are relatively inexpensive and can go a long way to building your company’s value in the eyes of potential customers.
There are many other forms of print collateral that can be an added benefit to your company’s marketing strategy, but the key is to incorporate print collateral into your strategy. Can your business afford not to? If a brochure is the piece of the puzzle that locks up a potential client, why not have one?
Stay tuned to the JASE Blog as we continue our series on B2B marketing strategies with press releases.